emarketer webinar: video advertising engagement

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David Hallerman Principal Analyst O C T O B E R 2 1 2 0 1 0 N E W Y O R K NY Video Video Advertising Advertising Engagement Engagement

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Join eMarketer Principal Analyst David Hallerman to learn best practices, trends, and latest strategies for video advertising in this eMarketer webinar.

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Page 1: eMarketer Webinar: Video Advertising Engagement

David HallermanPrincipal Analyst

O C T O B E R 2 1 2 0 1 0

N E W Y O R K NY

Video Video Advertising Advertising EngagementEngagement

Page 2: eMarketer Webinar: Video Advertising Engagement

What we’ll look at today…

12 Rules of Video Engagement…12 Rules of Video Engagement… Metrics for measuring video results Video ad spending trends Where and what people watch Experience, control, relevancy Social media, WOM and engagement And more!

Page 3: eMarketer Webinar: Video Advertising Engagement

Troy Young, president, SAY Media (formerly VideoEgg)

“What we saw was the overwhelming power of engagement to change metrics. The takeaway

here is: If you want your propaganda to work, get people to engage with it.”

Twitter Hashtag – #eMwebinar

Page 4: eMarketer Webinar: Video Advertising Engagement

Engagement is a slippery concept

Is engagement simply people paying attention to your video ad?

Does engagement happen only when people interact with your video?

How much engagement occurs at some point after the audience views your ad?Twitter Hashtag – #eMwebinar

Page 5: eMarketer Webinar: Video Advertising Engagement

Encouraging brand engagement is a key reason why marketers use online video advertising

Page 6: eMarketer Webinar: Video Advertising Engagement

Engagement defined is…

Various server-based metrics…time in general

Interactivity, clicking or mousing (CPE, ScanScout) Traditional brand-health metrics, like awareness

When people share or comment (viral, social)

“Interactions, experiences and context that create and nurture enduring, profitable customer relationships” (Forbes)

Funny, emotionally touching, informative (Nielsen)

Conceptually similar to social media marketing

Twitter Hashtag – #eMwebinar

Page 7: eMarketer Webinar: Video Advertising Engagement

Rules of EngagementRules of Engagement

Page 8: eMarketer Webinar: Video Advertising Engagement

Rule Rule #1#1

Q: How can spending levels improve video ad engagement?

A: Connecting with consumers often relies on classic advertising…

Page 9: eMarketer Webinar: Video Advertising Engagement

US Online Video Advertising Spending, 2008 - 2014 (billions and % change)

Source: eMarketer, May 2010

127%39%

48%43%

43%35%

33%

Page 10: eMarketer Webinar: Video Advertising Engagement

One-third of marketers want to use cost per engagement to budget for video ads

Page 11: eMarketer Webinar: Video Advertising Engagement

Rule Rule #2#2

Q: Which video ad metrics best indicate engagement?

A: Once you define engagement for your current needs…

Page 12: eMarketer Webinar: Video Advertising Engagement

Server-based metricsMarketers can choose from dozens, but among the most important ones for video engagement are completion rate, percent of ad viewed and interaction rate. Click rates, however, tend to be inadequate for video advertising.

Survey-based metricsAlso called brand-health, brand-lift or brand-equity metrics. All of these traditional metrics are highly important for video engagement. They include awareness, message association, brand favorability and purchase intent.

Metrics for online video advertising fall into two main categories

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Page 13: eMarketer Webinar: Video Advertising Engagement

Engagement is really a mix of various metrics, both progress and performance. These include:

Time spent with the ad, particularly metrics such as completion rates and percentage of ad viewed.

Deliberate audience interactions, such as start rates, mouse-overs, activating a video player and expanding a video banner ad.

Sharing links to video ads, if they go viral.

Strong lift for key brand-health metrics, such as purchase intent or brand favorability.

The engagement metric is increasingly central to video advertising

Page 14: eMarketer Webinar: Video Advertising Engagement

What makes engagement both significant and difficult to measure is how it blends several distinct types of metrics

Page 15: eMarketer Webinar: Video Advertising Engagement

Boosting brand awareness key element for creating engagement

Page 16: eMarketer Webinar: Video Advertising Engagement

Joe Zahtila, chief operating officer, Dynamic Logic

“Understanding how brand perceptions have

changed doesn’t say how much you can sell. That gets you to the 10-yard line, but it doesn’t give you the touchdown.”

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Page 17: eMarketer Webinar: Video Advertising Engagement

Rule Rule #3#3

Q: When audience members just watch the video ad, does that deliver engagement?

A: Metrics such as start rates or completion rates carry more weight than…

Page 18: eMarketer Webinar: Video Advertising Engagement

Start rate for video advertising, by site section or environment

Source: MediaMind (Eyeblaster), November 2009

Page 19: eMarketer Webinar: Video Advertising Engagement

Completion rates will vary based on several factors, including the source of the video ad’s creative — either repurposed or original

Page 20: eMarketer Webinar: Video Advertising Engagement

The usefulness of completion rates vs. click rates for video ads is clear

Page 21: eMarketer Webinar: Video Advertising Engagement

However — and this is why the 12 rules are questions — video clicks can work

Page 22: eMarketer Webinar: Video Advertising Engagement

Rule Rule #4#4

Q: How much do marketers need HD video ads to create engagement?

A: Never under-estimate simply getting the audience to watch…

Page 23: eMarketer Webinar: Video Advertising Engagement

Consumers won’t cut costs by cutting HD (quality matters)

Source: Yankee Group, August 2010

Page 24: eMarketer Webinar: Video Advertising Engagement

Rule Rule #5#5

Q: How important is user traffic for gauging engagement?

A: Can give insight into engagement, but results are not always immediate…

Page 25: eMarketer Webinar: Video Advertising Engagement

YouTube gets the most audience, viewing sessions, and time — but other factors on other sites facilitate engagement

Page 26: eMarketer Webinar: Video Advertising Engagement

Hulu leads the pack in ads per viewer because many brand marketers look for what they already know (TV counts)

Page 27: eMarketer Webinar: Video Advertising Engagement

Rule Rule #6#6

Q: How much does time of day or day of the week affect engagement?

A: All targeting elements need to be factored in…

Page 28: eMarketer Webinar: Video Advertising Engagement

Main reason for video ad networks? Targeting more than reach or price

Page 29: eMarketer Webinar: Video Advertising Engagement

Traditional types of targeting encourage engagement (imagine great ad on wrong site)

Page 30: eMarketer Webinar: Video Advertising Engagement

Rule Rule #7#7

Q: Can longer video ads offer greater engagement?

A: Yes, sometimes, maybe, depends on…

Page 31: eMarketer Webinar: Video Advertising Engagement

Branded content, mainly video, is an effective way to engage

Source: CMO Council, October 2010

Page 32: eMarketer Webinar: Video Advertising Engagement

Doug Chavez, director digital marketing, Del Monte Foods

“We have some very emotional brands, such as with Milk-Bone, where we don’t just use a repurposed 30-second spot. Whether on

publishers’ sites or our Facebook page, we look at

how much people engage with the brand besides the video

ad itself.”

Twitter Hashtag – #eMwebinar

Page 33: eMarketer Webinar: Video Advertising Engagement

Rule Rule #8#8

Q: Is experience a form of engagement?

A: Certainly, but it’s hard for advertisers to generate experience, at least consistently…

Page 34: eMarketer Webinar: Video Advertising Engagement

Brand experience and engagement are linked by emotional connections

Page 35: eMarketer Webinar: Video Advertising Engagement

Brand experiences encourage engagement and marketers encourage experiences

Page 36: eMarketer Webinar: Video Advertising Engagement

Rule Rule #9#9

Q: How does consumer control contribute to engagement?

A: The more choice and communication, the more likely people are to…

Page 37: eMarketer Webinar: Video Advertising Engagement

Consumer feelings about getting information (high-to-low scale)

Source: Jack Morton, May 2010

Page 38: eMarketer Webinar: Video Advertising Engagement

How much attention do consumers pay to recent information about brands?

Source: Jack Morton, May 2010

Page 39: eMarketer Webinar: Video Advertising Engagement

Rule Rule #10#10

Q: Are viral video ads more engaging?

A: Perhaps. It’s not that simple. Only a small share of ads go viral—plus typically need blend of paid, owned, earned…

Page 40: eMarketer Webinar: Video Advertising Engagement

Old Spice Man lessons: More than meets the eye or any other sense

Page 41: eMarketer Webinar: Video Advertising Engagement

Various YouTube marketing tactics: vital venue for viral video

Source: MarketingProfs, December 2009

Page 42: eMarketer Webinar: Video Advertising Engagement

Rule Rule #11#11

Q: Does the mix of video and social media offer more engagement?

A: You’d like to think it always does, however…

Page 43: eMarketer Webinar: Video Advertising Engagement

When it all comes together, social media is a great environment for audience engagement

Page 44: eMarketer Webinar: Video Advertising Engagement

Bob Hoffman, chief executive officer, Hoffman/Lewis

“If your social media marketing strategy is

contingent on the idea that consumers want to have a

conversation with you, create a relationship with your

company and engage with your brand, you may be living

in a dream world.”

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Page 45: eMarketer Webinar: Video Advertising Engagement

Social media engagement often depends on brand advertising first

Page 46: eMarketer Webinar: Video Advertising Engagement

Nicole Haygood, vice president interactive media director, Draftfcb

“Within video, engagement is important. Is the window active? Are they muting it? How much time are they

spending with the ad? Are they passing it along to

friends? Are they commenting about the ad

on YouTube?”

Twitter Hashtag – #eMwebinar

Page 47: eMarketer Webinar: Video Advertising Engagement

Marketers typically cannot control social media engagement, oftentimes they need just to listen

Page 48: eMarketer Webinar: Video Advertising Engagement

Rule Rule #12#12

Q: How might TV and online together help marketers create greater engagement?

A: When one medium feeds into the other, holistic campaigns…

Page 49: eMarketer Webinar: Video Advertising Engagement

Brand engagement is anti-silo, much better done cross-channel

Page 50: eMarketer Webinar: Video Advertising Engagement

When engagement is defined differently, more consumers prefer TV over online

Source: Nielsen Online, July 2009

Page 51: eMarketer Webinar: Video Advertising Engagement

TakeawaysTakeaways

Page 52: eMarketer Webinar: Video Advertising Engagement

Ian Schafer, chief executive officer, Deep Focus

“When marketers choose to truly engage audiences

(and that means something different for every

brand), it requires more custom thinking, more

custom execution, more attention paid at every

turn…”

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Page 53: eMarketer Webinar: Video Advertising Engagement

Server metricsProPro = fast results, often real-time.ConCon = no insight into audience change of perception. Survey metricsProPro = more depth than server-based metrics.ConCon = costs marketers more than server-based data. Viral videoProPro = works hand-in-hand with social media.ConCon = often doesn’t take off. Social mediaProPro = when successful, many ways to engage.ConCon = marketers give up—or need to share—control.

Conclusions: Each rule of engagement offers pros and cons for video ads

Page 54: eMarketer Webinar: Video Advertising Engagement
Page 55: eMarketer Webinar: Video Advertising Engagement

EyeWonder Video Campaign Performance Metrics Q1-Q2 2010

Video Length Vertical Market Average Time Viewed Avg. Percent Viewed Interaction Rate Clickthru Rate15 Technology / Telecommunications 13.21 88.07% 13.37% 0.37%15 Automotive 12.76 85.05% 1.24% 0.20%15 Lifestyles 12.31 82.05% 6.97% 0.08%15 Business / Finance 11.25 75.00% 10.68% 0.34%15 Travel 11.20 74.68% 3.37% 0.15%15 Consumer Packaged Goods 11.02 73.46% 3.64% 0.30%15 Entertainment & News 10.60 70.65% 4.25% 0.28%15 Pharmaceuticals 10.17 67.82% 0.43% 0.11%15 Public Service 9.70 64.64% 2.08% 0.08%15 Consumer Electronics 9.47 63.17% 14.42% 0.20%15 Retail 8.83 58.86% 5.50% 0.06%

Video Length Vertical Market Average Time Viewed Avg. Percent Viewed Interaction Rate Clickthru Rate30 Automotive 19.09 63.63% 7.48% 1.32%30 Travel 18.49 61.64% 27.25% 0.80%30 Consumer Electronics 18.21 60.70% 7.88% 0.31%30 Entertainment & News 17.62 58.75% 5.19% 0.31%30 Public Service 17.03 56.77% 11.43% 0.13%30 Retail 16.84 56.14% 7.47% 0.35%30 Technology / Telecommunications 14.25 47.49% 14.12% 0.23%30 Business / Finance 12.96 43.21% 13.55% 0.51%30 Lifestyles 11.94 39.78% 1.22% 0.31%30 Pharmaceuticals 7.61 25.38% 8.37% 0.11%30 Consumer Packaged Goods 3.27 10.91% 8.77% 0.33%

*Campaigns listed in order of time and avg. percent viewed.

• Brand Awareness campaigns measured by interaction rate

• Direct Response campaigns measured by click through rate

Page 56: eMarketer Webinar: Video Advertising Engagement

Video Scores for CPG Advertisers

Gatorade G Series Before During and After Campaign

Page 57: eMarketer Webinar: Video Advertising Engagement
Page 58: eMarketer Webinar: Video Advertising Engagement

Presented by:David HallermanPrincipal Analyst, eMarketer, Inc.

Twitter Hashtag – #eMwebinar

Sponsored by:

Video Advertising Engagement – What Marketers Need to Know

Questions & AnswersRegistrants will receive a copy of the slide deck and the playback link in a follow-up email within 24 hours of this presentation.

To learn about eMarketer Total Access please visit www.emarketer.com/productsor contact us: (800) 405-0844 [email protected]